Winnipeg Cab History / 71: The Winnipeg Taxi War (11)
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Arrow Taxi was one of the neighbourhood-based taxi companies that Moore took over. Moore, recognizing the value of brand loyalty, preserved Arrow's identity. This ad promotes two more of Moore's marketing ploys flat rates and redeemable coupons.


Winnipeg Free Press, March 14, 1935, p. 2.

Winnipeg Cab History / 71

The Winnipeg Taxi War (11)

The smaller taxi operators were forced to market themselves as neighbourhood-based services, taking local customers downtown or on short trips to and from the local grocery store. Moore recognized the value of brand loyalty among taxi customers and he usually preserved the identity of the companies that he took over (for example, Service Taxi, Arrow Taxi, Black & White and Grosvenor).

The larger companies like Bradley and Black & White, with fleets of 25 or 30 cabs, may have seen their customer base as city-wide but George Moore was the only one to realize how big a fleet was required for this role. He was certainly the only one capable of building it. By the 1930s Moore's was the only company large enough to bid on airport taxi service, a concession that Moore's lineal descendent, Unicity Taxi, retains to this day.

In 1947 Moore's was the first taxi company in western Canada to introduce two-way radios, initially installing them in 50 cars. This made the Moore's fleet operation vastly more efficient and flexible. Radios, along with the size of its fleet, allowed Moore's to compete even more effectively with small, neighbourhood-based companies. Moore's competitors, at least the ones that were able to, quickly adopted radios as well.


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